A prospect becomes a lead when your content convinces him so much that he is willing to receive more of it in exchange for his data.
When a prospect fills out a form to download a content offer, their data is transferr to your system and the unknown visitor is given a face. You can then assign the lead to a workflow bas on the information.
A lead is attribut a casual interest in your company, which you can respond to with a wide range of offers.
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Marketing Qualifi Lead (MQL)
Once a lead signals greater interest – more views, more visits – they can job seekers database be classifi as an MQL. This is especially the case if the leads have shown interest in the content or specific offers that demonstrate a willingness to buy, such as free demos or buying guides.
In addition to this interest, the second decisive criterion is the so-call fit.
This means:
- Does the lead actually fit your company?
Does he have the right decision-making authority? - Does he have enough budget available?
- Etc.
Using these criteria, which each company must define for itself, you can filter out real potential from interest parties.
Sales Qualifi Lead (SQL)
If marketing can be sure that the MQL is a fit and shows a concrete interest in the secrets of article design buying, it is time to pass it on to the sales team. If sales also classifies this fit as suitable for a sales follow-up or personal contact, it is an SQL.
Here it is particularly important that marketing and sales go hand in hand: with optimiz marketing and sales alignment.
Read more: Marketing and Sales Alignment: How to Optimize Lead Handover
Lifecycle 3 – Bottom of the Funnel
Opportunity
An opportunity can be translat as a chance and describes the stage at which a sales opportunity arises for the respective lead. This may have emerg through possible email contacts, sales talks or demos.
Customer
The most popular lifecycle phase among all marketers is that of the customer.
Because once a lead has reach the final phase turn visitors of the lead nurturing process, you have convinc them of your company and your performance and they have become a paying customer.
If you work on providing your new customer with turn visitors the best service, it is quite possible that they will then become a promoter of your product or service. This will generate new prospects that you can then guide through your lead nurturing process.
This idea of further caring for customers in order to bind them to the company through service turns the funnel into the idea of the flywheel: the energy that was invest in customer acquisition is us as momentum for further business initiation.
Also read: Sales Funnel vs. Flywheel: How the Inbound Sales Method Works
Strategic Lead Nurturing: Always keeping an eye on the customers
Strategic lead nurturing involves closely qualifi leads monitoring customer interactions, whereby robust customer relationship management (CRM) should always serve as the basis for inbound success. This is because all customer-relat processes are consolidat and document in a CRM system.
Since customer history is accessible company-wide powder data with a CRM system, this approach not only tracks the progress of lead nurturing, but also enables automation and optimizes the handover of qualified leads between departments throughout the entire customer journey.
Find out more in this blog article:
What does a CRM system have to be able to do?